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<![CDATA[Peran Lirik Lagu Zona Nyaman Fourtwnty terhadap Perilaku Motivasi: Studi Psikologi Komunikasi ]]>
<![CDATA[Al Danish, Angga Arsafian]]>;
<![CDATA[Patriantoro, Teguh Hartono]]>
<![CDATA[ Professional: Jurnal Komunikasi dan Administrasi Publik Vol 12 No 1 (2025): Juni ]]>
Publisher : <![CDATA[UNIVED PRESS, Universitas Dehasen Bengkulu ]]>
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DOI: 10.37676/professional.v12i1.8349
<![CDATA[Penelitian ini bertujuan untuk menganalisis persepsi masyarakat terhadap lirik lagu Zona Nyaman karya Fourtwnty dan pengaruhnya terhadap perilaku motivasi. Menggunakan pendekatan kualitatif deskriptif dengan teori Stimulus-Organism-Response (S-O-R) dari Carl Hovland, penelitian ini menggali bagaimana lirik lagu ini mempengaruhi pola pikir dan perilaku pendengarnya. Data diperoleh melalui wawancara dengan ahli psikologi dan analisis komentar masyarakat di YouTube. Hasil penelitian menunjukkan bahwa sebagian besar masyarakat menanggapi lagu ini secara positif. Lirik lagu yang bersifat reflektif dan motivasional, seperti "bekerja sesuai hati" dan "kita bukan sapi", menginspirasi pendengar untuk melakukan refleksi diri dan berani mengambil keputusan untuk keluar dari zona nyaman. Lagu ini berfungsi sebagai stimulus eksternal yang memicu perubahan sikap dan motivasi internal pendengar, terutama bagi mereka yang merasa tertekan atau tidak puas dengan kehidupan atau pekerjaan mereka. Penelitian ini juga menegaskan bahwa lirik lagu, bersama dengan melodi dan penyampaian vokal, berfungsi sebagai alat komunikasi yang efektif dalam mendorong perubahan perilaku dan motivasi. Temuan ini memberikan kontribusi penting bagi pengembangan studi komunikasi musik dan psikologi motivasi.]]>
<![CDATA[Integrated Marketing Communication Dalam Meningkatkan Brand Awareness Pada Bisnis Startup Di Grosirone ]]>
<![CDATA[Putri, Syifa Amalia]]>;
<![CDATA[Sartika, Ika]]>
<![CDATA[ Professional: Jurnal Komunikasi dan Administrasi Publik Vol 12 No 1 (2025): Juni ]]>
Publisher : <![CDATA[UNIVED PRESS, Universitas Dehasen Bengkulu ]]>
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DOI: 10.37676/professional.v12i1.8363
<![CDATA[This research examines the implementation of Integrated Marketing Communication (IMC) in enhancing brand awareness at GrosirOne, a startup company operating in the fast-moving consumer goods (FMCG) e-commerce sector. The study is motivated by the increasing competition among startups and the importance of building strong brand awareness, especially in the traditional market segment. This research uses a descriptive qualitative method with data collection techniques such as interviews, observations, and literature review, involving GrosirOne staff and merchant partners who play a key role in the company's operations. The findings reveal that GrosirOne applies five elements of integrated marketing communication: advertising, sales promotion, public relations, personal selling, and direct marketing. These elements are not implemented separately but are well-coordinated to support the company's primary goal of building stronger brand awareness. The study concludes that IMC plays a crucial role in building brand awareness and boosting sales. To achieve more significant results, the company needs to implement more intensive educational strategies and a more personal approach to both consumers and partners. This research provides an important contribution as a guideline for startups to strengthen their brand using integrated communication strategies. Not only will this enhance brand awareness, but it will also help improve overall sales.]]>
<![CDATA[Optimalisasi Pemanfaatan Website Sebagai Media Cyber Public Relations (Studi Kasus Pada PT. Indonesian Technology Kota Metro) ]]>
<![CDATA[Anggewa, Dava]]>;
<![CDATA[Pienrasmi, Hanindyalaila]]>;
<![CDATA[Waskito, Budhi]]>
<![CDATA[ Professional: Jurnal Komunikasi dan Administrasi Publik Vol 12 No 1 (2025): Juni ]]>
Publisher : <![CDATA[UNIVED PRESS, Universitas Dehasen Bengkulu ]]>
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DOI: 10.37676/professional.v12i1.8385
<![CDATA[This study aims to analyze the optimization of website utilization as a cyber public relations (CPR) medium in supporting the company's communication strategy, with a case study at PT. Indonesian Technology, Kota Metro. The research approach used is qualitative with a case study method. Data collection was carried out through in-depth interviews, participatory observation, and documentation. The research findings show that the company's website has been utilized as a cyber PR medium; however, it still requires improvement in aspects such as interactivity, the application of search engine optimization (SEO) techniques, as well as the consistency and quality of information presentation. An effective digital communication strategy plays a crucial role in increasing stakeholder interest in the company. The conclusion of this study emphasizes that optimizing a website as a cyber public relations (CPR) medium must include the delivery of high-quality content, systematic implementation of SEO, and a digital-based interaction strategy to strengthen corporate communication.]]>
<![CDATA[Pengaruh Konten TikTok @pandawaragroup Terhadap Perilaku Zero Waste Pengikutnya ]]>
<![CDATA[Yumna, Salsabila]]>;
<![CDATA[Dharta, Firdaus Yuni]]>;
<![CDATA[Susanto, Tri]]>
<![CDATA[ Professional: Jurnal Komunikasi dan Administrasi Publik Vol 12 No 1 (2025): Juni ]]>
Publisher : <![CDATA[UNIVED PRESS, Universitas Dehasen Bengkulu ]]>
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DOI: 10.37676/professional.v12i1.8422
<![CDATA[The background of this research is the large amount of plastic waste that has not been managed properly, thus there is a need for media intervention to influence the community to reduce plastic waste. Content promoted on social media, especially TikTok, can serve as a medium to educate the public about environmental issues occurring in Indonesia. This study aims to determine the extent of the influence of TikTok content exposure from Pandawara Group on its followers' zero-waste behavior, assessed through frequency, intensity, and duration. This research employs a descriptive quantitative method with questionnaires as the research instrument. The population of this study is a 11.9 million followers of the TikTok account Pandawara Group. A total of 100 respondents were selected as the sample, using Slovin's formula. The results of the study prove that In the frequency and intensity variables there was a significant influence while the duration variable had no effect, Next, based on the results of the determination coefficient test, the R-Square value found was 0.181. So, it can be concluded that 18% of the zerowaste behavior of Pandawara Group followers is influenced by exposure to TikTok content @pandawaragroup.]]>
<![CDATA[Peran E-Government Dalam Peningkatan Efesiensi Dan Efektivitas Pelayananan Publik ]]>
<![CDATA[Tambunan, Marulitua]]>;
<![CDATA[Dompak, Timbul]]>
<![CDATA[ Professional: Jurnal Komunikasi dan Administrasi Publik Vol 12 No 1 (2025): Juni ]]>
Publisher : <![CDATA[UNIVED PRESS, Universitas Dehasen Bengkulu ]]>
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DOI: 10.37676/professional.v12i1.8431
<![CDATA[One of the major advances in improving the effectiveness and efficiency of public services is e-government, or electronic government. When information and communication technology is used in government, public services become more accessible, operational costs are reduced, and accountability and transparency in government management are increased. Using a literature study methodology that combines various data and conclusions from current academic sources. The purpose of this study is to assess how e-government can improve public service standards, see how it affects the effectiveness and efficiency of public services, and identify various barriers to implementation. It is hoped that this study will offer conceptual and practical insights into the importance of e-government as a tool for bureaucratic change in Indonesia. Using a literature study methodology that combines various data and conclusions from current academic sources.]]>
<![CDATA[Dampak Implementasi Kebijakan (BPJS) Kesehatan Sebagai Syarat Wajib Administrasi Publik Di Kota Batam ]]>
<![CDATA[Julianto, Ajay]]>;
<![CDATA[Khairina, Etika]]>
<![CDATA[ Professional: Jurnal Komunikasi dan Administrasi Publik Vol 12 No 1 (2025): Juni ]]>
Publisher : <![CDATA[UNIVED PRESS, Universitas Dehasen Bengkulu ]]>
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DOI: 10.37676/professional.v12i1.8443
<![CDATA[Kebijakan penerapan BPJS Kesehatan sebagai syarat penyelenggaraan pemerintahan di Indonesia telah berlaku sejak 1 Maret 2022 melalui INPRES (Instruksi Presiden) yang tercantum pada nomor 1 tahun 2022 tentang optimalisasi penyelenggaraan program jaminan kesehatan nasional. Kebijakan ini ditujukan untuk menjamin dan memastikan bahwa kesehatan seluruh rakyat Indonesia terjamin oleh satu program pemerintah ini. Pelaksanaan suatu kebijakan tidak akan berjalan sesuai rencana yang telah ditetapkan, suatu kebijakan sering kali menimbulkan pro dan kontra di tengah masyarakat kita. Hal tersebut juga tidak terlepas dari pro dan kontra yang terjadi akibat kebijakan BPJS Kesehatan sebagai syarat wajib untuk mengakses beberapa jenis pelayanan publik. Pada tahap pelaksanaan si atas, sebagian masyarakat yang tergolong golongan menengah ke bawah menganggap peraturan pemerintah ini memberatkan mereka. Begitu pula yang terjadi di Kota Batam dalam penerapan kebijakannya, oasti ada pro dan kontra, hal inilah yang menjadi fokus permasalahan yang terjadi akibat penerapan kebijakan BPJS Kesehatan sebagai syarat wajib dalam mengakses sejumlah pelayanan publik di Kota Batam.]]>
<![CDATA[Strategi Sekolah Menengah Kejuruan (SMK) Swasta Di Banten Dalam Membangun Brand Image Untuk Meningkatkan Kepercayaan Masyarakat ]]>
<![CDATA[Hikmah, Mia Nurul]]>;
<![CDATA[Handoko, Pryo]]>
<![CDATA[ Professional: Jurnal Komunikasi dan Administrasi Publik Vol 12 No 1 (2025): Juni ]]>
Publisher : <![CDATA[UNIVED PRESS, Universitas Dehasen Bengkulu ]]>
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DOI: 10.37676/professional.v12i1.8455
<![CDATA[This research analyzes strategies developed by private Vocational High Schools in Banten Province for building brand image to enhance public trust. The transformation of Indonesia's educational landscape presents complex competitive dynamics for private vocational education institutions in maintaining their existence and relevance. The study employs a qualitative approach using literature review methods through systematic analysis of relevant scientific literature from 2020-2025. Research findings indicate that effective brand image building strategies encompass four main dimensions: integrated digital marketing implementation, integration of educational excellence with stakeholder collaboration, optimization of visual media and institutional narratives, and integrated reputation management. Digital marketing strategies include optimization of digital traffic, conversion, and stakeholder engagement through diverse digital platforms. Integration of educational excellence with strategic collaboration involving industries, professional organizations, and government institutions proves to provide significant contribution in positioning private vocational schools as leaders in the competitive landscape. Factors influencing implementation effectiveness include internal dimensions such as human resource quality, management commitment, and facility availability, as well as external dimensions including competitive dynamics and public expectations. Primary challenges lie in limited digital marketing team competencies and complexities in building public trust. The research recommends developing continuous capacity building programs, integrated reputation management systems, and strategic collaboration with various stakeholders for optimizing sustainable brand image building strategies]]>
<![CDATA[Optimalisasi Customer Engagement Tvku Sebagai Strategi Komunikasi Pemasaran Di Era Digital ]]>
<![CDATA[Nopianti, Elsa Sofi]]>;
<![CDATA[Triyono, Agus]]>
<![CDATA[ Professional: Jurnal Komunikasi dan Administrasi Publik Vol 12 No 1 (2025): Juni ]]>
Publisher : <![CDATA[UNIVED PRESS, Universitas Dehasen Bengkulu ]]>
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DOI: 10.37676/professional.v12i1.8481
<![CDATA[This study aims to examine the marketing strategies implemented by TVKU (Television of Dian Nuswantoro University) in optimizing customer engagement in the digital era. As a local television station, TVKU faces significant challenges in maintaining its existence amidst the rapid growth of digital media. This research uses a qualitative approach with a case study method. Data were collected through in-depth interviews, observations, and documentation involving the TVKU marketing team and its business partners. The results show that TVKU applies three main marketing strategies: pull, push, and pass. The pull strategy is implemented by creating relevant, engaging, and educational content through digital platforms such as Instagram, YouTube, and TikTok. The push strategy involves partnerships with various parties, both commercially and through barter agreements, along with offering flexible promotional services. The pass strategy focuses on building a positive brand image through consistent content and sustainable collaborations. These strategies have proven effective in increasing audience involvement (customer engagement) and expanding the network of business partners. This research is expected to serve as a reference for local media companies in developing relevant marketing strategies in the digital age, and to contribute to the advancement of communication and digital marketing studies.]]>
<![CDATA[Pelestarian Kesenian Melalui Tradisi Saparan ]]>
<![CDATA[Maulana, Indra]]>;
<![CDATA[Umami, Zahrotul]]>
<![CDATA[ Professional: Jurnal Komunikasi dan Administrasi Publik Vol 12 No 1 (2025): Juni ]]>
Publisher : <![CDATA[UNIVED PRESS, Universitas Dehasen Bengkulu ]]>
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DOI: 10.37676/professional.v12i1.8520
<![CDATA[Local culture inherent in Indonesian society has undergone changes in the Era of Society 5.0. The teenage generation already understands the sense of nationalism but they themselves are aware of the current of modernization that makes them have to adapt to be more modern and unconsciously leave local culture. This results in significant changes in people's lives, especially the culture of the community itself. This study aims to determine the Saparan tradition as a communication medium to preserve the arts, especially in the context of local arts in Tajuk village. The research method used is descriptive qualitative with a phenomenological approach with data collection techniques in the form of data collection techniques: interviews, observations, documentation. The results of the study indicate that the Saparan Tradition is a strong cultural communication medium in building and maintaining the identity of the local community. The Saparan Tradition has an important role in intercultural communication, especially in terms of preserving local arts. In addition, it was found that the Saparan tradition is a bridge for the process of exchanging messages between individuals or groups from different cultural backgrounds. This study shows that Saparan is also an effective intercultural communication medium, where the exchange of values, symbols, and cultural practices occurs not only between local residents, but also between local communities and visitors from outside the area. And provides implications for the preservation of local arts.]]>
<![CDATA[Analisis Publik Tentang Brand Rucas Sebagai Fashion Lokal Limited Edition ]]>
<![CDATA[Rahmadani, Aurellia Syahda]]>;
<![CDATA[Hidayat, Muhammad Noor]]>
<![CDATA[ Professional: Jurnal Komunikasi dan Administrasi Publik Vol 12 No 1 (2025): Juni ]]>
Publisher : <![CDATA[UNIVED PRESS, Universitas Dehasen Bengkulu ]]>
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DOI: 10.37676/professional.v12i1.8527
<![CDATA[This study aims to analyze public perceptions of the local fashion brand Rucas,which adopts a limited edition concept as its core marketing strategy. Rucas has successfully built a strong and exclusive brand image by emphasizing product scarcity, a youth-relevant streetwear style, and inclusive social campaigns. This research employed a descriptive qualitative method using observation and interviews for data collection. The findings indicate that Rucas’ scarcity marketing strategy effectively fosters consumer loyalty, creates a unique shopping experience, and strengthens the brand's position in the local fashion market. Although the brand received positive reception, its cultural representation remains limited to visual elements. The study recommends that local brands further integrate cultural values into their products to enhance competitiveness and cultural identity.]]>
